Flipboard has launched a new edition of its Cinema Loop ad unit, which has a new design and now supports vertical video. Distribution company Bleecker Street is the first advertiser to launch a vertical video campaign on Flipboard, promoting Anthropoid, a WWII film starring Cillian Murphy and Jamie Dornan that hits theatres on 12 August. The movie studio’s agency, PHD Worldwide, created assets specifically for this campaign to promote the movie “Anthropoid” on Flipboard. Powered by Flipboard’s proprietary Interest Graph technology, 15-second movie trailers will reach audiences based on interests such as politics, movies, entertainment and news.

The newly designed Cinema Loop product offers a full-screen experience and retains the same benefits of its predecessor, combining autoplay video while respecting the consumer experience with user-initiated video. Cinema Loop allows advertisers to take the best 3-10 second portion of their creative and play it in a gif-like animation to entice users to watch the full video. In addition to the typical 15- or 30-second spot, Cinema Loop also supports longer-form video.

Flipboard said that with the current version of Cinema Loop, brands already see 20 per cent higher video completion rates and two times higher engagement rates compared to industry benchmarks for user-initiated video.

“More and more video production is being filmed and edited for vertical viewing on mobile phones,” said Nicole McCormack, head of advertising strategy at Flipboard. “This optimized mobile video production allows for easier viewing and higher engagement with mobile viewers.” “

Don’t forget to enter the Effective Mobile Marketing Awards. The final deadline for submissions is 19 August. More details here.